臺灣博碩士論文加值系統

近年來，由於各家金融業者所提供的商品大同小異，導致同業間的競爭越來越激烈，以致於金融從業人員除了要專業以外還要以服務取勝，不過金融業是很難創造出商品差異化的行業，但若能透過關係行銷方式，改變過去金融業者以利益為出發點，而改以強調顧客的利益為考量，從服務顧客的角度來關懷協助顧客，進而提升顧客忠誠度，同時也可以展現出不同於競爭對手的差異化行銷策略。
本研究以關係行銷的觀點出發，並運用親密理論之感性觀點，探討銀行業者與顧客間的互動所建立親密關係，對於顧客忠誠度的影響，並利用SPSS 和SmartPLS 加以驗證分析。研究結果發現：（1）互動性對於親密感有正向影響。（2）親密感對於顧客忠誠度有正向影響。最後，針對研究結果，提出研究結論以及未來研究建議與限制。

The growing similarities of products provided by various financial corporations in the recent years has erupted a rise of competition within this industry, as a consequence, workers of finance have to be more service-oriented in order to differentiates itself from other competitors. Trying to make a product stand out amid its competitors in the financial industry can be a challenge. However, through relationship-marketing, changing the impression of profit-oriented business to providing a view from the customer angle, accentuating ways the customer can benefit and gain from this product, can in turn raise customer loyalty.
This research takes off from relationship marketing, addressing the level of intimacy effect on customer loyalty by the relationship formed from interactions between the financial clerks and its customers, utilizing SPSS and SmartPLS to further analyze and confirm our findings ： (1) interactivity has positive effect on levels of intimacy (2) levels of intimacy has positive effect on customer’s loyalty. Lastly, we shall provide our conclusion and suggestions for future research directions and limitations.

目　錄
中文摘要 i
ABSTRACT ii
誌 謝 iii
目　錄 iv
表目錄 v
圖目錄 vi
壹、緒論 1
一、研究背景 1
二、研究動機 3
三、研究目的 4
四、研究範圍 4
五、研究流程 5
貳、文獻探討 6
一、互動性 6
二、親密關係 10
三、顧客忠誠度 15
參、研究方法 18
一、研究模型 18
二、研究假說 19
三、研究變數之操作性定義與衡量 20
四、問卷設計及資料收集 25
五、資料分析方法 26
肆、資料分析 30
一、樣本資料敘述性統計分析 30
二、信度分析 39
三、效度分析 41
四、研究假說驗證 46
伍、結論 48
一、研究發現與討論 48
二、研究貢獻 49
三、研究限制與未來研究 50
參考文獻 52
附錄一：正式問卷 58

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